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Belairdirect to sponsor CFL

Insurance company Belairdirect has signed a sponsorship agreement with the Canadian Football League. Under the terms of the multi-year agreement, Belairdirect will be the official car and home insurance sponsor of the league. According to the company, the sponsorship is an extention of its previous sponsorship deals with individual CFL teams.

"As a Canadian company with roots that go back over 60 years, we're very proud to partner with another strong Canadian organization and together instill a sense of Canadian pride," said Richard Taschereau, deputy senior vice-president of marketing, communications and business development at Belairdirect. "We've been a fan of the game for years, but this partnership will allow us to demonstrate just how much. The CFL is the perfect partner and vehicle to connect with their incredible fans, and share our love of the game."